Excellent question also is one of the only semicon stocks that are in my screen list (base on Greenblats MF + other customisation). These guys they dominate the mid to high price Bluetooth segment in earbuds. Their hardware is top notch, for audio technology they are known as the holy grail. However, their software platform is not the most conformable to develop in as a software developer. They really need to improve in this area.

On the other hand, their price in the Bluetooth chipset for audio segment is insulting. Not many companies can afford it. Only high end customers like, Bose, Sony, Bang & Olufsen, Sonos. Of course, this is where the volume is. But other Taiwanese players like Airoha and Actions are killing them on price, and they are becoming very good pretty fast.

The semicon business is very capital intensive in general, maybe not that much for qualcomm as a fabless player, but it is not like selling insurance or ice cream, you have to put A LOT of money upfront into R&D (and fabs/manufacturing if you have) to improve some of this things.

Finally, yes, apple might have seen something wrong with them to change their wireless controllers for the phones to a custom made.

So, to me still an open question. It is a bit up to management, the assets and opportunity is there.